Marketing is about putting the right message, in front of the right person, at the right time. Digital marketing enables your organization to do all of these things. By choosing the channel(s) most visited by your target persona and crafting a unique message that cuts through the noise, you can generate impressive amounts of leads and brand awareness at an efficient cost.
However, digital marketing is not as simple as running one Google Ads campaign and calling it a day. Any organization that is serious about its digital marketing strategy will be consistently generating and promoting new content that attracts and delights its customers, as well as experimenting with new channels.
What digital marketing channel you want to leverage is dependent on your goal, although many can be quite effective for multiple goals simultaneously. For example, running ads on LinkedIn can be excellent for lead generation, or simply brand awareness and getting known. On the other display ads on Google or other search networks can be tremendous for building awareness of your brand and getting eyeballs, but may not be as productive for driving leads for some organizations.
Ultimately, there is a channel for everyone. No matter your organization, some mix of search engine advertising, paid social advertising, content marketing, search engine optimization, email marketing, and organic social posting will be able to drive results.